Data utilisation, analytics key to business growth

ศาสตร์เกษตรดินปุ๋ย : ขอบคุณแหล่งข้อมูล : หนังสือพิมพ์ The Nation


DIGITAL-DATA UTILISATION and analytics are together becoming an increasingly crucial growth engine for business amid an expanding online consumer base, according to leading research firms and media operators.

Surachet Bumrungsuk, chief executive officer of VGI Global Media, said yesterday that big-data utilisation would take the lead in driving his empire to achieve its ultimate goal of being a leading provider of nationwide integrated media platforms.

Ranked the No-1 out-of-home media business in the Kingdom, VGI Global Media now operates transit media at 30 BTS stations and 160 office buildings in Bangkok.

Through its media affiliates, the company aims to reach wider target audiences by using outdoor media, digital screens at 13 airports around the country, Rabbit member cards and marketing activation.

To make this media integration come to life, Surachet said his company would put more investment into its digital media platform to make sure that it collected as much digital data as possible.

The company will also work closely with advertisers to understand customers’ behaviour and their purchasing journey, particularly among those who spent more time out of their home and those who were connected to the Internet.

He added that Bangkok residents and people living in other big cities were on the whole physically and digitally connected via online media, mainly driven by the rising penetration of smart phones and the expansion of Wi-Fi connection and wireless Internet broadband service.

In line with this technology trend, the development gap between urban and rural areas will become narrower and bridgeable, he suggested.

To cash in on this trend, media research giant Nielsen Thailand yesterday announced a collaboration with Thoth Zocial – a local provider of social-data analysis services – to provide a social listening and monitoring service to Thai firms.

Pawoot Pongvitayapanu, director of Thoth Zocial, said data and insight from social monitoring would lead marketers and corporates to follow the right business direction, and could be used “to empower their traditional approach more effectively”.

Explaining how social listening and monitoring works, he said raw data generated by online users – such as their complaints, opinions and conversations about brands – would be collected from Facebook, Twitter, Instagram, websites and bloggers.

Meanwhile, apart from brands and companies wanting to gain more insights from online consumers, TV broadcasters and media agencies are also seeking similar guidance with a view to creating high-rating TV shows and attracting more advertising revenue, while young viewers tend to enjoy their viewing experience via multi-screens – mobile, personal computer and tablet, as well TV screens.

Sinthu Peatrarut, managing director for Nielsen’s media client leadership, said yesterday that his company would launch a new TV-audience measurement called “digital content ratings” early next year.

Collected from 20 million Facebook accounts and other sources permitted by its partnered broadcasters, the data will be analysed and used as a “common currency” for TV ratings.

“Thailand will be the third place in the world to have this advanced TV-audience measurement, after the US and Australia,” he said.

The MD said he hoped this would be an attractive new option for digital-TV operators, media agencies and brands alike, and that it would encourage them to stay with Nielsen.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s